Louise Jukes OLY
Senior Sponsorship Manager,
TeamViewer
The SportsPro London key themes stripped away the hype and got to the heart of what’s actually happening, with our most straight-talking agenda yet.
Check out what we covered, and who spoke in our dedicated content tracks 
It’s not easy to get the attention of big brands in a saturated market, and anyone who says otherwise is lying to you.
Day 1 (29 April)
How do you build successful and measurable brand partnerships from the inside out?
More competition. Less budget to go around. The winners are those who can prove ROI beyond just logo placement.
Industry growth isn’t trickling down – while elite sports enjoy constant sponsorship and ticketing demand, most others fight for visibility and momentum.
Day 2 (30 April)
Most sports organisations aren’t chasing hyper-growth at the top – they’re battling rising costs, stretched teams, and limited budgets in the middle of the market.
The Challenger Sports track offered a reality check and practical playbook for tier 2 and 3 rights holders to cut costs, unlock new revenue, and make smarter decisions with the resources they actually have.
The greatest impact of technology is improving efficiency and reducing costs – not chasing hail-mary innovations that rarely work.
Day 1 (29 April)
Technology promises to revolutionise every corner of sport – but most organisations struggle to turn tech into actual revenue.
The Technology & Innovation Track cut through the hype, revealing where sports tech delivers real value and how to break down monetisation barriers with AI implementation, personalised fan revenue, and data-driven ticketing.
With more platforms and more competition for attention, sports faces both opportunities and challenges to stay relevant and drive revenue.
Day 2 (30 April)
Sports media is fragmenting fast – stagnant broadcast deals, plateauing social metrics, and fans scattered across platforms while creators seize live rights.
The Media Track decoded what works: content strategies, distribution mastery, and monetisation tactics for rights negotiators, social leads, and emerging sports platforms.
Many “needle-moving” ideas have come and gone – sports must focus on its core business and accept there’s no magical pot of money at the end of the rainbow.
Day 2 (30 April)
Sport grows at 7% CAGR, yet most organisations leave revenue untapped by failing to convert attention into cash across overlooked functions like ticketing, hospitality, betting, and subscriptions.
The Revenue & Commercial Track pinpointed those gaps and reveals how to build diversified models that connect engagement with real income.
Women’s sports is growing fast, but it must build for the modern era – not replicate outdated legacy models.
Day 2 (30 April)
Women’s sport is at an inflection point – with audiences surging and revenues accelerating faster than men’s sport, yet billions in untapped potential still on the table.
Gain the strategies, connections, and clarity to bridge the monetisation gap and unlock new commercial opportunities.
The former CMO of the International Olympic Committee and Formula One, plus author of Fast Tracks & Dark Deals, Michael Payne brings four decades shaping the world’s biggest sports properties.
This year at SportsPro London, catch his Power Play session unpacking sport’s neutrality crisis, private equity’s rise, and athlete-led content shaking up sponsorship.
As founding CEO of WTA Ventures – the WTA’s commercial arm launched in 2023 with CVC Capital Partners – Marina works with the Board, team, and WTA members to unlock the full commercial potential of professional women’s tennis.
Since joining in August 2023, WTA Ventures has driven unprecedented commercial growth, expanded global partnerships, and built new revenue streams reshaping women’s tennis – positioning the WTA to triple commercial revenue by 2029.
Key achievements include the historic Premier partnership with Mercedes-Benz, alongside long-term deals with Rolex, Morgan Stanley, PIF, Sky, Canal+, Tennis Channel, Eleven Sports (Poland), and Stats Perform.
With experience at Unilever and now Sports Partnerships Lead at Guinness (Diageo), Jamie brings deep expertise in how brands negotiate and activate football partnerships for commercial impact.
This April, he joins a panel unpacking the shifting sponsorship landscape – exploring how football shirt deals are negotiated and activated, the impact of Premier League betting sponsor restrictions, and whether PL partnerships truly deliver Super Bowl-level media value.
CEO of Leyton Orient FC – and winner of the 2025 Football Business Awards CEO of the Year – Mark Devlin brings proven experience across EFL clubs including Brentford, Huddersfield Town, and QPR.
At SportsPro London this April, Mark will unpack how EFL clubs rethink operations – leveraging digital fan engagement and innovative commercial models to balance ambitious growth with fiscal reality.
Liseli Sitali is a proud Zambian and Scot with deep expertise at the intersection of sports, music, media, entertainment, and technology. She has built a career leading innovative partnerships and marketing strategies that drive brand growth, audience engagement, and commercial revenue across global markets.
Having worked with high-profile organizations including Ferrari F1, Under Armour, The Wall Street Journal, DAZN, and Sky Sports, Liseli consistently combines strategic insight with creative execution to deliver measurable impact for rights holders, media platforms, and brands.
At Expedia Group, she merges her passions for sport, music, and travel to shape category-leading partnerships and campaigns that connect fans with the experiences they love, while leveraging the brand’s platform to create social impact for underserved communities. Liseli is recognized for translating complex opportunities into actionable strategies that set industry standards and elevate brand partnerships worldwide.
Beyond her role at Expedia, Liseli runs In Her Corner, a podcast and career mentoring platform she created to celebrate and champion women working at every level of sport, both on and off the field.
Simon became Chief Executive of PREM Rugby in January 2022. PREM Rugby is responsible for managing the Gallagher PREM and other associated competitions and is owned by the 10 participating clubs – with CVC Capital Partners investing in the league in 2019.
Simon also sits on the EPCR board representing PREM Rugby’s shareholding and prior to joining the league he was Chief Commercial and Marketing Officer at the Rugby Football Union, where he sat on the main board for five years.
Susan Goodenow serves as the Executive Vice President of Brand & Public Affairs for the Chicago Bulls. In this role, she is responsible for the Bulls brand and what it represents in Chicago and around the globe. She oversees Communications, Community Engagement, Content, Entertainment & Event Production, Marketing, and Retail. Under her leadership, the Brand & Public Affairs team combines insights and creativity to drive fan development and support organizational growth. They tell compelling stories, activate impact-driven programs, and design and deliver initiatives and events that build brand equity, deepen fan loyalty, and grow the fanbase.
Prior to joining the Bulls, Susan spent four years with the Boston Red Sox as Senior Vice President of Public Affairs & Marketing, and two years with Major League Baseball as Vice President of Business Public Relations. She has also worked for the American Red Cross and public affairs firms in Washington, DC.
Susan holds degrees from the University of Georgia and Georgetown University and has completed certificate programs from the Kellogg Executive Education Program at Northwestern University. She sits on advisory and supporter boards for the University of Georgia and the WISE/Chicago chapter. Susan was inducted into the 2022 Grady Fellowship class at UGA and was named a 2023 Sports Business Journal Game Changer.
